Laura   Ramos

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Previous Work Experience

Laura has worked as a marketing practitioner and expert for more than 20 years — primarily in B2B roles at high-technology companies. Before rejoining Forrester in 2013, she was responsible for industry marketing inside the Corporate Marketing function at Xerox, where she enhanced brand visibility and reputation in key industries, beginning with healthcare and financial services. She joined Xerox in 2010 to run industry marketing for the firm's services business as part of the US field marketing organization, where she and her team drove demand in the managed print services market for education, financial services, government, high-technology/telecom, manufacturing, and retail. Prior to Forrester, Laura held marketing leadership positions at various companies in California's Silicon Valley, including Verity, Stratify (now part of Iron Mountain), Vitria Technology, Sybase, and Tandem Computers.

Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs' B2B Forum. She was named to BtoB Magazine's "Who's Who" list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of "Top 25 Digital Marketers." Laura has served as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos.

Education

Laura holds an MBA from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Previous Work Experience

Laura has worked as a marketing practitioner and expert for more than 20 years — primarily in B2B roles at high-technology companies. Before rejoining Forrester in 2013, she was responsible for industry marketing inside the Corporate Marketing function at Xerox, where she enhanced brand visibility and reputation in key industries, beginning with healthcare and financial services. She joined Xerox in 2010 to run industry marketing for the firm's services business as part of the US field marketing organization, where she and her team drove demand in the managed print services market for education, financial services, government, high-technology/telecom, manufacturing, and retail. Prior to Forrester, Laura held marketing leadership positions at various companies in California's Silicon Valley, including Verity, Stratify (now part of Iron Mountain), Vitria Technology, Sybase, and Tandem Computers.

Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs' B2B Forum. She was named to BtoB Magazine's "Who's Who" list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of "Top 25 Digital Marketers." Laura has served as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos.

Education

Laura holds an MBA from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.

Laura Ramos's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: Turn B2B Customer Goodwill Into Gold

    Use Four Advocate Marketing Personalities To Set Your Customer Engagement Strategy And Deliver Positive Outcomes

    October 3, 2018Laura Ramos, Matthew Camuso

    Creating disjointed customer programs to tactically address demands for references, evidence, and feedback ends up confusing customers, burning them out, or creating less-than-ideal experiences. Read this report to learn how successful B2B marketers identify the key personality traits that their key customer influencers share and then design a more holistic program around those characteristics. This practice, and taking a long-term view of results, delivers program longevity and more tangible outcomes like qualified leads, brand awareness, and more loyal customers. This is an update of a previously published report. Forrester reviews and updates its research periodically for continued relevance and accuracy; we revised this version to factor in new data.

  • For B2B Marketing Professionals

    REPORT: Convert B2B Customer Passion Into Value Through Advocacy

    Focus On People, Not Companies, To Increase Buyer Engagement

    September 28, 2018Laura Ramos, Matthew Camuso

    Peer testimony and validation are powerful B2B marketing tools. The growth in social, mobile, and subscription-based business models now make customer influencers even more important. Read this report to learn how B2B marketing professionals are developing strategies and programs to engage current customers in shaping opinion and sentiment about offerings. Done right, creating customer advocates builds long-standing relationships that persist even when individuals move between career opportunities. This is an update of a previously published report. Forrester reviews and updates its research periodically for continued relevance and accuracy; we revised this version to factor in new data.

  • For B2B Marketing Professionals

    REPORT: Modern B2B Buying Experiences Require A Singular Content Strategy

    Four Practices Align Marketing Content To Both Buyers And Sellers

    August 22, 2018Laura Ramos

    Sellers need marketing to support them with content that incorporates the same messages and insights to which buyers respond well. A single B2B content marketing strategy shared by marketing and sales enablement ensures that sellers can effectively present the company's offerings to prospects, and it also ensures that buyers receive a consistent brand experience whenever and wherever they interact. This report explains how adopting four best practices can satisfy both buyer and seller needs for interesting, business-relevant content.

  • For B2B Marketing Professionals

    REPORT: Not Yet The New Normal: ABM Must Evolve Into Account-Based Engagement

    Use Four Best Practices To Advance Your Approach From ABM To ABE

    June 29, 2018Laura Ramos

    Account-based marketing (ABM) is more than just marketing. From fostering tighter alignment between marketing and sales to engaging customers across their entire life cycle, it accelerates a firm's transformation to customer obsession. Read this report to understand how four practices help B2B marketers convert the promises of ABM into lifetime customer engagement.

  • For B2B Marketing Professionals

    REPORT: Evaluate Your Approach To Successful B2B Content Marketing

    Five Areas Create And Deliver More Customer Value

    April 13, 2018Laura Ramos, Ryan Skinner

    To attract attention and build a following, B2B marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities required — and the gaps that can exist — across five dimensions. When taken together, these help marketers not only attract the right audience but also increase engagement with them across the entire customer life cycle.

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